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Marketing Campaign Customer Data
Data Science and Analytics
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About
This dataset offers a detailed analysis of a company’s ideal customers, designed to aid in developing effective marketing strategies and customer segmentation. It assists businesses in gaining a deeper understanding of their customers, enabling them to modify products to better align with the specific needs, behaviours, and concerns of different customer types. By identifying which customer segments are most likely to purchase a new product, a company can focus its marketing efforts efficiently, rather than spending resources to market to its entire customer database.
Columns
- ID: A unique identifier for each customer.
- Year_Birth: The customer's birth year.
- Education: The customer's education level.
- Marital_Status: The customer's marital status.
- Income: The customer's yearly household income.
- Kidhome: The number of children in the customer's household.
- Teenhome: The number of teenagers in the customer's household.
- Dt_Customer: The date of the customer's enrollment with the company.
- Recency: The number of days since the customer's last purchase.
- Complain: Indicates whether the customer lodged a complaint in the last 2 years (1 if yes, 0 otherwise).
- MntWines: The amount spent on wine in the last 2 years.
- MntFruits: The amount spent on fruits in the last 2 years.
- MntMeatProducts: The amount spent on meat products in the last 2 years.
- MntFishProducts: The amount spent on fish products in the last 2 years.
- MntSweetProducts: The amount spent on sweet products in the last 2 years.
- MntGoldProds: The amount spent on gold products in the last 2 years.
- NumDealsPurchases: The number of purchases made with a discount.
- AcceptedCmp1: Indicates if the customer accepted the offer in the 1st campaign (1 if yes, 0 otherwise).
- AcceptedCmp2: Indicates if the customer accepted the offer in the 2nd campaign (1 if yes, 0 otherwise).
- AcceptedCmp3: Indicates if the customer accepted the offer in the 3rd campaign (1 if yes, 0 otherwise).
- AcceptedCmp4: Indicates if the customer accepted the offer in the 4th campaign (1 if yes, 0 otherwise).
- AcceptedCmp5: Indicates if the customer accepted the offer in the 5th campaign (1 if yes, 0 otherwise).
- Response: Indicates if the customer accepted the offer in the last campaign (1 if yes, 0 otherwise).
- NumWebPurchases: The number of purchases made via the company’s website.
- NumCatalogPurchases: The number of purchases made using a catalogue.
- NumStorePurchases: The number of purchases made directly in stores.
- NumWebVisitsMonth: The number of visits to the company’s website in the last month.
- Z_CostContact: An attribute related to contact cost.
- Z_Revenue: An attribute related to revenue.
Distribution
The dataset is provided in CSV format and is identified as 'marketing_campaign.csv', with a file size of approximately 220.19 kB. It features 29 distinct columns. Although the dataset is expected to contain 2240 total values for each column, the current data profiling indicates that all values across all attributes are presently missing, with 0% valid data reported.
Usage
This dataset is ideally suited for performing clustering to summarise customer segments. It can be utilised by businesses to enhance their understanding of their customer base, tailor products to specific customer needs and behaviours, and refine marketing strategies by focusing efforts on the most responsive customer segments.
Coverage
The dataset includes demographic information such as customer birth year, education level, marital status, and household income, alongside details on the number of children and teenagers within a customer's household. Purchasing behaviours are recorded over the last two years for various product categories. Recent customer activity, such as website visits in the last month and the recency of purchases, is also covered. The dataset tracks customer acceptance of offers across five previous marketing campaigns and the latest campaign. There is no specific geographic scope mentioned within the provided material. It is important to note that, as described under Distribution, the data profile currently shows all values for all attributes as missing.
License
CC0: Public Domain
Who Can Use It
This dataset is highly beneficial for:
- Marketing Professionals: For designing targeted campaigns and analysing customer engagement.
- Data Analysts: To conduct customer segmentation, behavioural analysis, and develop predictive models.
- Product Managers: To inform product enhancements and new product development based on customer insights.
- Business Strategists: For developing overarching strategies informed by ideal customer profiles.
Dataset Name Suggestions
- Customer Segmentation Insights
- Marketing Campaign Customer Data
- Customer Behaviour Analytics
- Ideal Customer Profile Data
Attributes
Original Data Source: Marketing Campaign Customer Data
QUALITY